Briefcase3.0 - Round 1 - Yamaha

About Yamaha
Yamaha Bangladesh, a subsidiary of Yamaha Motor Corporation, aims to

strengthen its position in the Bangladeshi motorcycle market by expanding its
customer base and improving overall brand loyalty. This business case outlines
a strategic approach to increase market penetration, especially among Gen Z
and rural populations, and to enhance customer experience through innovative
partnerships, financing solutions, and digital marketing initiatives.
Yamaha Bangladesh ensures that riders have a seamless ownership experience

through consistent, reliable, and quality after-sales support. Yamaha stands as
a distinguished Motorcycle brand in Bangladesh in its excellent service by
offering easy access to maintenance and repairs by skilled technicians trained
specifically for Yamaha motorcycles. This commitment to reliable and
convenient service strengthens customer trust and enhances the overall
ownership experience. Not only in service but also Yamaha Bangladesh has
ensured the safety of the riders through initiating the helmet brands and
promoting road safety to its fullest. The vibrant Marketing team of Yamaha
always puts top priority in activating safety concerned campaigns and
promotes safe riding experience activities to ensure a continuous effort to
educate the bikers on scientific riding to get the best experience on road.
Yamaha leads the country’s market in equipping the best technologies-it is the
only motorcycle brand in Bangladesh to have TCS (Traction Control System)
safety tool to be introduced in the market. In Bangladesh, Yamaha leads by the
safety & comfort features and holds the highest mindshare among the youth
of the country. Another pillar of Yamaha’s excellence is its dedication to
quality. Yamaha motorcycles are built to last. Whether it’s the powerful
engines, durable materials, or seamless design, Yamaha consistently delivers
products that stand the test of time. Riders can always count on Yamaha for
reliability, making it one of the most trusted brands on the road today.
Yamaha is more than just a motorcycle brand. It is a name that stands for
innovation, quality, safety, and trust.
Key Focus Areas for Yamaha:
• Offering customer financing options
• Leveraging digital marketing to engage Gen Z customers
• Creating a positive mindshare throughout the online platforms
• Enhancing after-sales service and customer support

Market Situation:
Currently Yamaha is one of the leading brands in 150 CC segment in the

industry. Yamaha has model diversification in 125 CC segment as well. Yamaha
provides the following models for its customers:
1. FZ series (Commuter Segment)

2. MT series (Naked Sports Segment)
3. R1 series (Sports Segment)
4. Saluto (Commuter Segment-Lower CC)
5. Scooter (Ray ZR 125 CC & AEROX 155 CC)
The other top players in the motorcycle industry are: Suzuki, Bajaj, Honda, Hero
& TVS. Yamaha caters to all ages of customers according to their
transportation needs including- Gen-Young Professionals, Businessmen,
Women. Yamaha holds a strong market share in the overall motorcycle
industry and expects to be the sole market leader in near future. Yamaha
focuses on modern marketing strategies to build a strong mindshare among
the customers both online & offline.
Current Situation:
According to survey the major buyer portion of Yamaha Bangladesh is

matured group of people assumably because of our premium price positioning
in the market. However, Yamaha’s models are designed for targeting the
Youth’s preferred features. Now, we want to find the aspects to create a
demand that will increase the young buyers for our models in this competitive
motorcycle industry.
Task in hand:
Your task is to design a year-long strategy that will focus on catering the needs
of the Young TG of Yamaha. So come up with a holistic marketing plan &
strategy for each segment models that will increase the portion of young
customers in our retail sales.
You are asked to address the following aspects:
1. The solution should be feasible for Yamaha to implement to attract sales

from Young TG
2. The plan should highlight Yamaha as a brand so that it can stand out in the
industry and can establish itself as a most admired motorcycle brand by the
youth
3. You should provide a creative, rational & implementable solution that

represents your proper market research
Your idea can not include the following suggestions:
Product Modification
Changes in Product Pricing

Your idea can not include the following suggestions:
•Product Modification
•Changes in Product Pricing
•Any Alteration in Manufacturing Structure

INSTRUCTIONS
1. Participants are requested to read the case carefully and provide a proper
and justified solution.
2. Participants should avoid plagiarism at any cost.
3. Maximum slide limit for the PowerPoint presentation is 20 slides.
Exceeding the slide limit may result in a penalty or even disqualification;
at the discretion of the organizers.
4. Please submit the case by using the provided Google Forms Link in either
PPT or PPTX format. Additionally, ensure that you also submit your
PPT/PPTX in PDF format. No medium other than Google Forms will be
accepted for submission.
5. Google Forms Link: https://forms.gle/6nnP7uUofHJDGHRY7
6. Both of the files (PPT/PPTX & PDF) should be named in the following
manner: Team Name_Round1_BriefCase3.0. For example: [Team
Infinity_Round 1_BriefCase3.0].
7. The first slide must include the logo of EWUBC and Nippon Paint Presents
BriefCase 3.0 Co-Sponsored by Speed, Powered by Yamaha in
association with Monno, which will be provided to you with the case.
8. Mentioning the name of your university anywhere in the solution is
prohibited and any slides containing university names will be disqualified.
9. The deadline for submission is 11:59 PM, Sunday, October 6, 2024.
Submissions past the deadline will be penalized or disqualified at the
discretion of the organizers.
10. EWUBC reserves the right to change any provisions and regulation of the
competition without prior notification.
JUDGEMENT CRITERIA
CATEGORY SCORE
Situation Analysis 5
Problem Identification 5
Big Idea & Justification 30
Alternative Evaluation 10
Effectiveness of Strategy 10
Campaign 20
Slides & Creativity 10
Campaign Timeline 10
TOTAL 100

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About Yamaha

Yamaha Bangladesh, a subsidiary of Yamaha Motor Corporation, aims to

Yamaha Bangladesh ensures that riders have a seamless ownership experience

Key Focus Areas for Yamaha:

• Offering customer financing options

• Leveraging digital marketing to engage Gen Z customers

• Creating a positive mindshare throughout the online platforms

• Enhancing after-sales service and customer support

Currently Yamaha is one of the leading brands in 150 CC segment in the

1. FZ series (Commuter Segment)

According to survey the major buyer portion of Yamaha Bangladesh is

You are asked to address the following aspects:

1. The solution should be feasible for Yamaha to implement to attract sales

3. You should provide a creative, rational & implementable solution that

Your idea can not include the following suggestions:

Changes in Product Pricing

•Changes in Product Pricing

•Any Alteration in Manufacturing Structure

Big Idea & Justification 30

Slides & Creativity 10

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